London: 8th December 2020:  In 2020 Brits of all ages turned to toys to help occupy the long weeks of lockdown. From entertainment to education, crafting to creating, to simply playing outside, the sector has proved its worth during the COVID-19 restrictions. Year to date (YTD) to the end of November 2020, toy industry sales in the UK are up 8% in value, with the month of November posting a sales hike of 11% year-on-year as shoppers bought early for Christmas.


  The top 10 selling toys in the UK in November
2020 by value
Manufacturer Price
1 Barbie Dreamhouse Mattel £233
2 L.O.L. Surprise! O.M.G. Remix Doll MGA Entertainment £39
3 Harry Potter Advent Calendar The LEGO Group £21
4 Hatchimals Pixies Crystal Flyers Magical Flying Pixie

Spin Master £32
5 Kidizoom Duo Digital Camera Vtech £42
6 L.O.L. Surprise! O.M.G. Doll MGA Entertainment £32
7 Harry Potter Hedwig The LEGO Group £31
8 Super Mario Brothers Adventures Starter Course The LEGO Group £42
9 Present Pets Fancy Pup Surprise Spin Master £53
10 Kidizoom Smart Watch DX2 Vtech £39
Source: The NPD Group/Retail Tracking Service


The festive period is an essential time for the toy sector, accounting for 31% of annual sales, which equates to £1 billion in revenue. As we approach the big day, Frédérique Tutt, Global Toy Market Expert for The NPD Group expects three categories to dominate sales: “Games & Puzzles are seeing a strong year, with sales up 31% YTD and family favourites Monopoly, Uno and Dobble selling well. Building Sets enjoyed strong growth as well for kids and ‘kidults’ alike, posting a 25% increase YTD. The Harry Potter and Super Mario ranges from LEGO will likely be big hits this Christmas. Finally, Fashion Dolls are enjoying a comeback – expect to see Barbie & L.O.L. Surprise! under the Christmas tree.”

The best-selling toys since

The NPD Group has analysed the top selling toys since the start of the last decade in 2010. The list is a mix of Games, Fashion Dolls, Interactive Toys, Licences and Collectables sold at all price points, from pocket money to more considered purchases.


The top selling toys each year since 2010 by
2010 Kidizoom Camera Vtech
2011 Minifigures The LEGO Group
2012 LeapPad Explorer Tablet Leapfrog
2013 Furby Boom Hasbro
2014 Disney Frozen Sparkle Dolls Elsa Mattel
2015 Shopkins Pack of 12 Flair Preziosi Group
2016 Pie Face Game Hasbro
2017 L.O.L. Surprise! Dolls MGA Entertainment
2018 L.O.L. Surprise! Pets Blind Pack MGA Entertainment
2019 L.O.L. Surprise! Dolls MGA Entertainment
2020 ? ?
Source: The NPD Group / Retail Tracking Service


Frédérique Tutt, Global
Toy Market Expert for The NPD Group says:
“There’s a cornucopia of toy styles in the list of the best-sellers of the last decade, and that reflects the trends, educational needs and films of the 2010s. Who can forget the rush to get hold of a Furby Boom in 2013, or the craze for Pie Face in 2016 as celebs and families got covered in foam? Interactivity played a big part too as manufacturers embraced technology in cameras, tablets and plush. MGA Entertainment hit gold with the unboxing trend personified in the L.O.L Surprise! phenomenon that is still on Santa’s Lists everywhere. It’s going to be a fierce fought contest this year to see which toy comes out on top and kicks off the 20s decade.”